Undertaking Research And Producing A Research Report

Defining the Research Problem and Objectives

The hospitality and event management section deal with supplying accommodation along with food and drink and many other facilities celebrating any social event to organize and oversee all kinds of effects and causes. Location of the organization, job quality and amount of salary of the employees play a vital role of event management of the hospitality industry.  Support and funding are two major aspects of event management.

Customer satisfaction and loyalty depends on the quality of services provided by happy employees (Getz and Getz 1997). All the purposes spelled above are commonly the public functions, events, activities or gatherings including involvement of many people.  Event management of hospitality industry manages and creates latest arrangements to enrich the cultural events with appropriate management policies and incorporation.

There lies a crucial social factor in the event management. The event management focuses to detail the opportunity of social capital in cultural events by any hospitality organization (Harrison and Freeman 1999). The main three factors are motivation, internal network creation and leadership in management describes the impact of social factors on the hospitality and tourism industry.

The research indicates the generation of association of social collaborations that enrich the internal cohesion of a community along with sense of identity and representativeness (Shapero and Sokol 1982). Socialistic approach differentiates the appeal and impact of event management, the contribution of social capital trades and investment in the purpose of event management.

Abstract:

The report describes about context, development, methodology, conclusion and lastly the recommendation for possible suggestion about trend of the challenges of event management in hospitality industry. Findings and measures proposed in the research is significant to the study. In the literature review section, the challenges are being new trends of hospitality management and the report elaborately discussed.

The research procedure, research analysis and research ethics are discussed in the research report. Research philosophy and data analysis procedure are the key parts of a research report on hospitality management and the report reflects that. Necessary diagrams of inductive and deductive study of research report are provided. The research report is self-sufficient to indicate and broadcast the true scenario of challenges of event management as a new trend in hospitality management. The challenges, their associative factors and necessary measures of event management in hospitality industry are discussed in this research report. A primary data analysis is conducted to investigate the inground scenario of the topic of study.

Developing a Research Plan

Research Aim:

The topic determines the field of hospitality emphasizing the enhancement of the industry, evaluating the current industry and predicting future trends. The research aim is to find the challenges in hospitality management and describe the promise and potential of removing those issues in hospitality industries. The main objective is to analyze the causes behind the challenges and obstacles of hospitality management. The eagerness is observed to reduce the impact and significance of the challenges and customize the proper hospitality facility. The major factors are customer satisfaction and loyalty that are going to be analyzed in this research. An overview of employee scopes, structure of authority and departments of event operations are also elaborated.

Objective of Studying Challenges in Hospitality Management: –

            The focus point and concept of the research work is centered on the challenges of event management as a trend in hospitality industry. Other aims and objectives of the research are-

1. First objective is to detect how the challenges hamper the hospitality industry and its growth within the economy.
2. Second objective is to highlight all the possible means by which the challenges faced in event management could be overcome or reduce.
3. Third objective is to determine the relevant causes and sources of the challenges faced by event management in hospitality industry.
4. Fourth objective is to address the problems of security as one of the challenges of event management of hospitality management (Brotherton 1999).

            For a better understanding and comprehension of the research work, the researcher could raise some important questions that formed the research question for this study. The raised questions are-

1. What are the challenges faced by event management inhospitality industries?
2. Do the challenges faced by the industry affect the hospitality industry and growth within the economy?
3. What is the recommendation on how the challenges faced in the event management can overcome or reduce?
4. Is there any security or competitive obstacles within the place of management in the hospitality industries?
5. Is there any significant association between the challenges of event management in the hospitality industry or not?

The researcher established some of the hypothesis that would be examined for the support of the study that would enable the readers and researcher know the stand of this research work. The hypothesis would be examined at 5% level of significance. The research hypothesis is-

Null hypothesis (H₀): There is a significant association between the challenges of event management and the growth and popularity of event management in the hospitality industry.

Alternative hypothesis (H_A): There is no significant association between the challenges of event management in the hospitality industry.

Research Analysis Rationale: –

 The process includes ensuring that patients get the most timely, correct treatment available. Additionally, depending heavily on protocols, right care needs a coordinate approach across setting and suppliers. This pathway proposes that high-performing professionals would achieve the best result should always treat customers. To fulfill the targets, providers will continuously enhance quality of event management. The rationale of the analysis considers that the research is based on the pre-assumption of growth and popularity in the hospitality industry.

Introduction: –

            The report describes about the research philosophy and research aim in first part. Then, to develop our learning skill, we have undertaken a sustainable research investigation of direct relevance to the query “Are there challenges of event management as a new trend in hospitality management?”. It proposes the elements that make up research proposal, a variety of research processes, action planning and procedure of carrying out the research itself and presenting the findings (Mitka 2007).

Assessing Feasibility and Completing a Research Proposal

            The research paper describes the defined fields that face challenges in hospitality management. It also discusses the current trends and methodology of analysis. It elaborates examples reported in the literature, summarily discusses the challenges and offers interpretation.

            We can get broad overview of hospitality management procedure and its challenges; researchers and practitioners would be helped with the follow-up of this research report. Challenges of hospitality management are evolving into a stage from grass root level.

Literature Review: – Definitions: –

            The industry of event management involves events of various sizes from the World cup football to conference breakfast meeting. Many industries, charitable organizations and interest groups organize events to market themselves, establish business relationship, celebrate achievement and raise money.

            Burns, J (2010) stated that event management is considered one of the strategic marketing and communicating tools by companies of all sizes. From product launches to press conference of meeting, companies organize promotional events to support them communicate with customers and potential customers. Many elements such as dancing, music, live entertainment and placement of venue might be used to influence the tone and environment of the event.

            Chen, J., Sloan, P., and Legrand, W. (2009) introduced that event managers might also use electronic media such as news media, social media to focus their audience, trying to create media coverage that would reach thousands or millions of people. The hospitality management organizations would describe that there are trade-offs in terms of structured technologies to gain insight from their analysis and other repositories and refer informed decisions. As a result, the process of management and analysis is also advancing to enable management organizations to transform the huge storage into information and knowledge that supports them to achieve their objectives (Murdoch and Detsky 2013).

Research Concepts: –

            Event management is a growing and exciting industry that is expected to increase drastically in future days. For event managements to access the available tools, strategies, infrastructure and techniques to leverage management scheme with effectiveness, we should plan and organize the events (Watson 2008). The events of event management are such as concerts, conventions, parties, weddings and other types of gatherings.

Relevant Theories (Theoretical Framework): -Research Outline: –

            The current trend is bending towards the rapid digitalization, globalization, integration and vacation ownership. Driven by mandatory requirements and ability to enhance the quality of hospitality, we need to reduce the costs regarding the massive management scopes. This study includes the wide range of hospitality among the decision support, surveillance and management teams.

Undertaking the Research Investigation and Report Writing

Hospitality management scheme is overwhelming not only because of its importance but also because of the variety of management scheme. Hospitality management data is collected generally by random sampling techniques for data selection. We apply questionnaire (question-answer method of interview) process for data collection.

Research Opportunities: –

            The research represents findings of problems, challenges and tends of event management in hospitality industry. Crucial matters that would influence the global hospitality industry in the year ahead involve sustainable development calls for hospitality, expenses of labor, multicultural issues and higher education. Operating issues, marketing issues, technological issues and economic issues face hospitality related challenges. The control process of it measures the productivity and growth of an organization. However, due to the diverse nature and scope of the country and the time frame required for the report of the research, the research has been scaled down to a case study.

Development of Research Methodology: –

As per the methodology, we can test different types of methodologies related to it. Chi-square, t-test, F-test and z-test are major among them. When hospitality management data is synthesized and relationships, patterns as well as trends are revealed, hospitality suppliers could develop more thorough and insightful diagnoses. Existing analytical techniques could be applied to the huge amount of existing customer-related hospitality data to reach deeper inference outcomes. As an ideal approach would inform each manager during decision-making method and help to determine the most correct treatment choice for those focused customers (Victorino et al. 2005).

1. Predictive modeling is used to reduce attrition and generate a leaner, quicker, more focused reserves and terms in event management.
2. Analytical strategies, tools and algorithms should be used to co-ordinate events and event-planning for better hospitality to individual customers.
3. Analyzing records of event management, follow-on indications and discover adverse effects could be identified.
4. Event planning involve budgeting, scheduling, site selection, necessary permits, coordination of transportation, parking, arrangement for speech delivers and entertainers, arrangement of doctors, event safety, catering and emergency plans.
5. Limitation of the study: –

            While performing the research, the researcher faced a lot of challenges as well as opposition that ranges from financial constraints, time factor, sourcing of material. These factors in their own ways slowed down the speedy progress of the research that resulted to the researcher not being able to finish the research task on time as required.

Issues in Hospitality industry: –

Sustainable Development Calls for Green Hospitality: –

According to Holleran, J. (2005), the sustainable event management is the method used to generate an event with assign concern for economic and social challenges. It executes socially and environmentally responsible decision making into the organizational planning and implementation of collaboration in a ceremony. The arrangement cost, and responsibility may be a crucial issue and challenging problem to the sustainability of event management. A sustainable green hospitality development program is economically viable as well as useful to the society (Wong et al., 1999). As, “Going Green” is a growing consideration in the hospitality-design industry, public is starting to note at sustainable development in a completely modern way. The concept of “green” has converted; it has gone from lean way to mainstream.

Grading Criteria (Merit and Distinction)

Labor Cost Issues: –

Labor expenses are the largest single expense for hospitality managers. Consequently, hospitality owners and managers must take any trend or issue that could potentially influence labor costs.  As the expense, labor costs and challenges have consumed a substantial segment of the time and attempts of hospitality managers. Now, with the union contact negotiations, transformations to immigration laws and proposed legislation to enhance the minimum wage of hospitality managers are in critical situation (Kusluvan, Kusluvan, Ilhan and Buyruk 2010).

The cost of labor is the largest expense in all types of hotels. Even with the advent of select-service properties, hospitality developers may not ignore the human component of hospitality operations. Hence, management of labor expenses is crucial. Hence, a balance between cost control and satisfaction of guest is observed.

Multicultural Issues: –

The current trends and topics in the field of hospitality and improvement is the management of multicultural performance and the political circumstances hampering the hospitality industry. Franchise is growing to be the largest industry in the globe, the achievement of franchise lies in the understanding of ownership, internal and external workforce and customer associated legislative concerns, insights of marketing and promoting. Blending amenities to cater for the necessities of the world’s diverse cultures are merged to huge international hospitality chains. Cultural challenges have never been such an important determinant of how a big hospitality should execute. The interaction between various types of hospitality guests and responsible employees has a dramatic impact on the customer experience and the success of business operation.

Confronting Cost Containment: –

Hospitalities are challenged to find ways to reduce costs without sacrificing the quality standards implemented to consistently meet guest expectations. To make the cost containment in the right way detected chances for savings of cost would gear up the cost saving of participation of guest.

Increased Competition: –

Competition in hotel hospitality, airport management authority in Europe and USA are facing strong competition. Competition appeals for invention in hospitality industry.

Marketing Segmentation and Overlapping brands: –

Segmentation of market is growing as hospitality chains target on a specification of tourists, brand development. Few industry developers are responsible that franchisers might increase their number of brands to the point that investors who buy from the same franchiser would be in direct competition with themselves. As the number of brands grows, the ability of consumers to distinguish between them reduces (Rimmington 1999).

Increased Guest Sophistication: –

Consumers have become more sophisticated. Therefore, types of products and services are there in the market that they wish. Amenities, including business centers, exercise and recreational facilities and guest-room innovations increase costs.

Interactive Reservation Systems: –

Travelers can now use the Internet’s conversation systems and hospitality organizations criticized for the huge number of quick reservation. The number of reservations in surveys shows significant level of reservations that are made through the internet with the increase of affordable outlines. The market of event management is in hike.

Guest Room Innovations: –

Multiple telephone lines, interactive scopes for ordering room service and guest-room check-out are examples of amenities that guests increasingly desire, but that are very costly to install and incorporation.

Data Investigation: –

The technology permits marketing and sales personnel to have new path to consider the guest-related data (Voorhees et al. 2016). It helps to data operators of different organizations in case of analyzing and better decision-making. The computerized method permits managers to compare demand of guests with room rates.

 Yield Management: –

Yield management is critical to optimize the profits of hospitability. The ideas are applied to every revenue department and across department. The job of yield manager is to optimize the revenue per available hospitality to the right customers, at the right price, at the right time.

Dependence upon the Nation’s Economy: –

When the economy of nation is saturated, travelling due to business commonly increases. Hospitality occupancy rates increase that result in higher profit offered that generates lower revenues and reduced profit. Management team must pay closer attention to the trends of globalization. The event management industry should investigate the subject of operations, including food, services, staffing policies, amenities and training.

Challenges are the new trends in Hospitality Industry: -Rapid Growth in Vacation Ownership: –

Vacation ownership is the rapid increasing part of the hospitality industry and is likely to maintain increasing as in the developed countries. Travelling industry is one of the fastest growing sector is hospitality management. Hospitality organizations and brand power to the idea with organizations like Marriott Vacation Club International, the Walt Disney Company, Hilton Hotels, Inter-Continental and participating in an industry that has increased gradually in recent years (Jayawardena 2001).

            Resort Condominiums International (RCI), the biggest vacation ownership exchange permits members can exchange vacation intervals for vacations at any participating resort or hotel. Timeshare resorts are located around the globe in popular vacation places such as mountains, seas and historical places.

Integration of employee and authority: –

Vertical integration is a trend that started a few years ago. Hospitality companies got the realization about accommodation of guests’ requirements were not just equal. They seemed to vary by price and facilities or amenities. Almost all reputed hospitality companies have properties in each segment of the market. Employees and management authority of capital would be competed increasingly.

Complex Management: –

The forces of capacity control, safety and security, capital movement and technology challenges would need management cadre that is capable to adapt to fast-paced transformation across all the traditional functions of management. The increasing complexity of the customer and employee interaction originated by information-technology, would structure human resources requirements in future (Moutinho 2011).

The customer having more data will expect frontline and other hospitality factor to be at least as knowledge about the offerings of the firm as they are themselves. This would be hard in an industry identified by low-skilled, low-paid personnel and a high degree of cultural variability among its employees. Main forces driving changes in the hospitality industry considers seven areas decisive to the upcoming development of the hospitality industry. That is wealth and principle amount, health and safety, modern management, marketing, technology, social issues, sustainable development, distribution and capacity management (Olsen and Roper 1998).

Relevant information concerning the research questions or objectives: –

            According to Ramsborg and Miller, (2008), event management is the application of event management to the creation and development of large-scale events. We call festivals, ceremonies, conferences, formal parties, conventions and concerts as large-scale events. It includes-

1. Observing the brand
2. Detecting the target audience
3. Devising the event concept
4. Planning the logistics
5. Coordinating the technical aspects before launching the event

Topic arguments and Conflicting ideas: –

            The hospitality industry is transforming at a rapid rate for the technological advancements that would need future professionals to be skilled in technology while conversing resources to sustain the atmosphere. Leaders and management team must be able to analyze and identify current trends to understand future behavior of customers and loyalty for upholding integrity within the industry.

            The fact that creates anxiety is the risk of planning or assessment of risk factor. Risk management is concentrated with limited resources. It is not possible to be ready for every possible disruption. Risk management is the collaboration of probability and consequence. The risks on which we want to concentrate on both the likelihood of occurrence and potential consequences are in the medium to high range. Therefore, it is necessary to prioritize the risks as a detecting factor to focus on.

Critical Analysis of Relationships to the Topic: –

            The study would be significant in various ways such as-

1. It would be a precise manner to the pay importance of event management as regard to human security and environment.
2. To event managers and potential managers, the findings of the research, suggestion and recommendations based on the findings would be a perfect guide for future management and bias in event management.
3. The research will also be beneficial to the researcher. The reason is that the study would expose the researcher to so many relevant sectors in the course if carrying out the research. This would improve the researcher’s experience, knowledge and understanding of event management.
4. Lastly, this study is intended to unveil the factors that are responsible for the challenges within the hospitality industry in event management and plan the control mechanisms required for a successful event management.

Research Methodology: -Research Design: –

Researchers use internets from accessing available data to the conclusion drawing. The survey-generated web-based data-collection procedure transcripts a paper into an electronic format. The interactive media and environmental scanning process would customize the data analysis response. Social electronic media like e-mail are highly interactive that helps in data analysis procedure. Research concepts, research construct, prepositions, variables and hypotheses are the maintained during process of methodology.

The data needed for the study is mainly available from the interview of top managers of hospitality organizations. These individuals are continuously occupied hence it is a challenge for the research to book an appointment with them to obtain their opinions, due to the restrictions regarding the access of information the researcher will be compelled to depend in secondary documents prepared by the hospitality companies for public consumption to do the analysisq

qualitative Data Analysis

Qualitative data is numerical in nature. Researchers would design a questionnaire set. Using qualitative approach, the researcher would be able give a description the perceptions behind intercultural communication more precisely and accurately. Therefore, researcher should be in contact with the managers daily as they carry out their global team management procedures. Through use of interviews, the researcher can obtain more holistic information. The respondents can give their view of the challenges they incur during the global team management (Cassell, 1994). From the selected sample data collected from a survey of qualitative set of questions, we have specified the variables and attributes (Patton 1990).

he variables could be incorporated with qualitative research. Proper sample size of qualitative data is well fitted for variable specifications such as making of charts and graphs, data analysis and data interpretation. Researchers can calculate descriptive statistics, regression, Correlation and plot different plots like scatter plot, bar plot, box plot and pie charts in qualitative analysis. After all, the data should be valid and reliable for proper conclusion and interpretation.

Quantitative Data Analysis

Quantitative data is categorical in nature. It could be ordinal or nominal data. Sampling and sample size depends on quantitative data analysis process (Ryan and Bernard 2010). The quantitative technique provides the researcher an opportunity to get data from the respondents in a numerical format to make an objective judgment to attain elevated level of accuracy as well as reliability (Silverman 2016). The formulated hypothesis before the research is carried will be used to implement the actual study. They would be verifies based on the data collected and conclusion drawn (Matveev, 2001).

Construction of Research design: –

A research design provides a framework for the collection and analysis of data. It involves cross-sectional design, longitudinal design and case study design. The different processes of measurement of variability and procedures of testing of hypotheses are the main ways of calculation.

Cross-sectional Design:

Cross-sectional study is the most common form of survey research (Here and Lukas 2015). It entails the collection of data on more than one case for gathering a body of qualitative and quantitative data in connection with two or more variables that expresses association. Survey research comprises a cross-sectional design in relevance with questionnaire by composed interview on more than one case (Falaschetti 2014). This design usually connects with quantitative data and qualitative data. Reliability and measurement validity are not connected. Replicability would be high, internal validity would be weak, external validity would be high, ecological validity would be compromised in this design.

Longitudinal Design learning:

In this design, the same sample on more than one occasion would be surveyed. A panel study and a cohort study are handled in the longitudinal design (Battaglia 2014). The characteristics of this design are very similar to the cross-sectional research design.

Case Study Design learning:

We analyze intensively with details in case study design. Case is the focus of interest according to the location and background. The cases could be critical, extreme, unique, revelatory and exemplifying. Cases might be longitudinally extended or through a comparative design (Falaschetti et al. 2014).

Exploratory research is conducted for more established and clear priorities developed for operational definitions and enhances the final research design. Exploratory data research is the best example of the combination among research design, data-collection process and choice of subjects (Tukey 1977). It is a secondary research informs qualitative approaches among consumers, employees, competitors or management. Exploratory research is not typically applicable to the large population generally. In the preliminary stage, the methodology is referred to as a grounded theory approach of grounded research.

Descriptive research design is used to describe characteristics of the population or phenomenon being studied. The characteristics elaborate the situation or populations that are generally some kind of categorical scheme also known as descriptive categories. The description apprehends frequencies, averages and other statistical calculations such as median, mode, skewness, standard deviation, variance and kurtosis. A survey investigation is the best approach of descriptive research to conduct. Descriptive research design often depends upon aim of description and further examination.

Explanatory research or causal research is the research of “cause and effect” relationships (Hartwig and Dearing 1979). It is necessary to observe variation in the variable assigned to cause the transformation in other variables and measure the transformations in other variables to determine causality. Experimentation and statistical research are the two methods to determine confounding influences to be controlled for distorting the results. Use of statistical methods makes the procedure more complex and effective. We could test in this case the hypothised causative variables.

Action research is the research initiated to solve an increasing problem or a reflective method of progressive problem solving led by individuals. Participatory and practical are two types of action-research. In accordance to the Denscombe (2010, p.6), an action of purpose research strategy is to solve an assigned problem and to generate guidelines for best practice. Kurt Lewin (1946) described that action research is a comparative research on the conditions and effects of different forms of social action and research confronting to a social action. Action research follows a chain of steps, each of which is collaboration of a circle of planning, action and fact-finding to output of the action (Brydon-Miller, Greenwood and Maguire 2003).

Research Philosophy: –

Positivist Approach: –

Positivist philosophy reflects the principles of positivism when we adopt the philosophical outlook of natural science. We can observe the natural phenomenon and produce the credibility of data. We prefer to work with an observable social reality that generalizes physical and natural development of theory. Another crucial component of the positivist approach to research as far as possible is in a value-free way. It has complete freedom from the inclusion of our own values as researchers. Even the researcher attempting to adopt a decided positivist choice of exercises in the challenge to study, the research aims to pursue and the data to gather.

Interpretivist/Phenomenological Approach: –

According to Elster and Walsham (2007), interpretivism indicates to the steps that emphasize the meaningful behavior of character of people and involvement in both social and cultural life. It is a method to adopt the position that knowledge and cautiousness of reality is a social structure by human. It has its root in philosophical traditions of hermeneutics and phenomenology. It influences behavioral and interactions with others in the society and culture. Interpretivism by its nature uplifts the value of qualitative data in pursuit of knowledge (Kaplan & Maxwell, 1994).

he philosophical and research paradigm is applied with circumstances, contributing to the underlying pursuit of contextual depth. In case of interpretivist approach, it provides the value of contextual depth that often results validity, reliability and generalizability. The study interprets the social scenario considering anticipatory prejudices and prejudgment in the “triangulation” research of quantitative and qualitative data pursuit with contextual depth.

Research Reasoning: –

Deductive reasoning works from the more common to the more specific that approaches catechetical method. It is a top-down approach. Our research is a deductive method. It collects data from life experience, reveals the aspects of the faith and delivers the response. Deductive method is a rigorous method to find the answers to questions. In case of analysis, we identify the independent, dependent, control of mediating variables.

The deductive process has been appreciated for its objectivity, consistency and formalism and therefore has proven more resistant to the trend toward state apology (Fereday and Muir-Cochrane 2006). In case of deductive reasoning, the method starts with common postulates and the specific formulates that are derived from them.

Inductive process is a below-up approach. In this method from the aspects of faith, we experience the life observation. Finally, we deliver our response. Therefore, inductive process draws inferences from specific observable phenomena to general rules (Goel and Dolan 2004). Inductive method generally moves from specific to general as the researchers generalize his limited observations of defined conditions to common circumstances. The inductive approach emphasizes on observation of specific circumstances to general conditions (Fereday and Muir-Cochrane, 2006).

Here, we assumed a positivist, deductive and qualitative as well as quantitative study design. The research study is based on data collection, analysis, hypothesis test, observe and making decisions. The study is purely relies on research reasoning and data execution. Both qualitative and quantitative data could be analyzed with the help of this chosen study design.

Quantitative or Qualitative Research: –

 The research concept and construct are a generalized concept about a class of objects, attributes, occurrences and methods that has been labelled (Stone et al. 2008). In organizational theory, the concepts are leadership, productivity and morale. In the theory of finance, risk aversion, inflation and gross national product are frequently used as concepts. In hospitality management research, empirical counterparts of prepositions are hypotheses. Opertionalizing is a process of detecting the actual measurement scales to assess the variables of interest (Giorgi 1997). The scientific research methodology is the deductive reasoning process.

In the research, we can learn the method of gathering reliable primary data from interview of target population or selected groups. This section mainly focuses on textual analysis on attribute type or categorical data coding the text and talk (Elo et a. 2014). After collecting the relevant data, using software packages, we can present qualitative research and assess the rigor of qualitative research (Silverman 2016). Next, we can conceptualize theoretical work and interpret the findings (Attride-Stirling 2001).

We learned that quantitative data is dependent on survey questionnaires, scale development and sampling respondents (Kaplan and Maxwell 1994). First, the data is collected from field of study, then analyzed with the help of descriptive statistics, probability distributions and exploratory factor analysis (Anderson et al. 2015). We can apply sample survey methods by several following steps such as introducing the strata, estimation and confidence intervals, hypothesis testing, testing of distributions, regression methods and non-linear functions for interpretation and decision-making (Graneheim and Lundman 2004). This method emphasizes measurements of objectives and the statistical or numerical analysis of data gathered by structured primary or secondary sources (Capozzoli et al. 2016). Similarly, as qualitative data, the quantitative data should be valid and reliable for proper conclusion and interpretation.

Data Collection: –

Primary research method is a research method in which we involve response payers and Questionnaire in target population.  The primary methods are interviews, surveys, Questionnaires, focus groups and visit to the location of competitors. The primary research methods are divided in mainly two Parts such as exploratory and specific. Exploratory primary research is a common and open-ended method that includes lengthy interviews with an individual small group. However, specific research group is more precise and identified exploratory researches that involved more structured and formal interviews.

A secondary research is a type of research that has already been collected, organized, complied, analyzed and published by others (Glass 1976). It involves reports and studies by government agencies, business and trade associations. The research procedure of new challenges in hospitality management is especially secondary in nature with more pace and affordability than primary research.

The secondary researches are easily available in websites, magazines, trade journals and industry publications. An outstanding source of secondary research data is government agencies and their websites.

Observation Structured or Participative: –

Questionnaire structure is the primary tool and criteria used to conduct surveys. An excellent, well-crafted questionnaire could provide the exact valuable information that we seek in the surveys. A bad questionnaire can scuttle the entire research initiative. We should keep the question-answer interview method short, easily comprehensible to response provider and should contain the close-ended questions.

The responses gathered in Yes/ No and numerical values are quite comfortably tabulated. The use of “Likart” scale may enhance the idea about hypothesis. The response s also could be tabulated in 1 to 5 or 1 to 10 scales. The percentage calculation and different types of regression models could be used in the observation structure (Harrell and Bradley 2009).

Interviews, structured and semi-structured: –

Interview is a qualitative research technique; simply indicate asking customers and prospects about the prospects of business and products. Among the most prevalent interview types are the mail response and telephone interview.

Interview is the quick and affordable way to gather data. We prepare a script with a few sensible salient questions that are going to be asked to list the responses of prospects of customers. It is a semi-structured interview method. The semi-structured interview method is open and allows new ideas to be brought up at the time of interview because of what the interviewee demands.

The structured questions would enhance the quality of interview method. The structured interview is research process that has rigorous set of questions where no one would be allowed to divert.

Questionnaires (open and closed questions): –

Closed-ended questions are those that can be answered by a simple “yes” or “no”. The single numeric values could also be the close end questions. Open-ended questions are those that require more than a simple one-word answer and more thought. We can show our feelings in open-ended questions in interview and that advantage is less in case of open questions.

When beginning conversation, a well balance is that around three or four closed questions we should ask one open question. The closed questions begin the interview and concise progress, whilst the open question gets the other thought and resume providing us beneficial information about them.

Focus Groups: –

To incorporate qualitative method, we arranged an interview process incorporated with a group of people by questionnaire method. A focus group typically comprises 80-100 pre-assigned participants assembled in a room to elaborate specific topics related to hospitality management.

A professional and objective moderator with a one-way minor generally facilitates focus group. One reason that focus groups are so invaluable is that the informal format promotes the management of hospitality those lively converses about the market and business. In this method, moderator asks participants to follow up questions about their answers and opinions.

Sampling: –

Sampling surveys are the most prevalent quantitative data collection technique used by small hospitality management companies. With surveys, we gather defined statistical information by interacting with members of target audience (Meyringer, Sap Aktiengesellschaft 2006). The major difference between survey by sampling and primary data collection is that the sampling method randomly chooses the random sample to determine the quality of hospitality management. We can analyze the determination for strength and weaknesses.

Telephones, mails, online social media are the main mediums to sort out the questionnaire method (Lavrakas 1987).

Research Ethics: –

The hospitality industry has become so competitive that if customers and employees feel dissatisfied, they would go to other organization. We follow the 10 key research ethics that would help the hospitality managers for decision-making. According to the principles, it would result the consequences for all shareholders.

Honesty: Hospitality managers should be honest and would not lead other misrepresentations.

Integrity: Hospitality managers demonstrate the courage of their conviction when there is pressure to rightly know.

Truth worthiness: Hospitality managers are pretty much trustworthy and professional in delivering the information and rectifying the wrong apprehensions of the matter.

Loyalty: Hospitality managers are loyal to their organizations in devotion of responsibility and loyal to other employees and colleagues even in adversity.

Fairness: Hospitality managers should be justified and equitable in all dealings. They treat all official staffs and employees with equality, with patience and acceptance of variability in the open-mind.

Leadership: Hospitality managers are aware of the duty and scopes of their position of leadership. Leaders feel that the best way to install ethical-principles and ethical-consciousness in their companies (Diener and Crandall 1978).

Concern and respect for others: Hospitality managers should be responsible, kind, disciplined and compassionate. Managers are sensitive to the personal issues of their employees. They are concerned to their rights and respects of all who have a stake in their decision.

Excellence Commitment: Hospitality managers pursue excellence in performing their responsibly and eager to have more with duty than they could escape it.

Accountability: Hospitality managers are accountable for the ethical quality of their decisions and the subordinates.

Reputation and morale: Hospitality managers attempt to secure and establish the reputation of organization. The morale of employees of the company by involving in the conduction that builds respect. Managers take measures of whatever actions are needed to rectify or prevent erroneous conduct of others. 

Data Analysis Tool: –

We applied the MS excel for data analysis. Besides SAS, SPSS, R, Python and MINITAB could be used as a data analysis tool. Many hotel managers prefer Tableau for generic calculation. The SnapShot Analytics is useful for hotel specific data. For design and functionality in predictive and prescriptive analytics, hoteliers prefer Excel. Big data analysis frustratingly justifies the improvement and distribution index with complicated handle of software.

Tools like Gekoboard are useful for dashboard builders. The cloud access in case of especially data analytic tool must be designed for use and follow.

Data Analysis: –  Research Questionnaire:
1. Is the reputation of your company high?

1. Is the cost of event management of your company high?
2. Is the number of employees of your company high?
3. Is the competition high in market according to you?
4. Is the quality of technology high for event management of your company?
5. Is the event management eco-friendly or not?
6. What is the satisfaction level of customers in that hospitality service?
7. Is the customer loyalty level high to the company?
8. Is inflation affecting the event management scheme?
9. Has your company not filled up the vacancy?
10. Has your company a good bonding with other organizations?
11. Is the relation between employees and management authority good in your company?
12. Is the labor cost an issue in the company?
13. Do your company face dealing challenges?
14. Do your company face issues regarding multicultural event management?
15. Do you observe sustainable development in your company?
16. Is the yield management optimized in your company?

Data Description and sampling method: –

            The data is sampled and tabulated with the help of questionnaire process over 27 respondents of a defined organization of event management. The procedure is simple sample survey where all the variables are categorical in nature. Some are nominal, and some are ordinal variable. We used the “Likert” scale technique for collecting the data of ordinal variables.

 

Frequency Table

Reputation of company is high
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	2	7.4	7.4	7.4
disagree	4	14.8	14.8	22.2
either disagree or agree	4	14.8	14.8	37.0
agree	6	22.2	22.2	59.3
Strongly agree	11	40.7	40.7	100.0
Total	27	100.0	100.0

Only 6 people do not consider that the reputation of the company is high. It means most of them think that their company has high reputation.

Cost of event management is high
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	8	29.6	29.6	29.6
disagree	8	29.6	29.6	59.3
either disagree or agree	3	11.1	11.1	70.4
agree	3	11.1	11.1	81.5
strongly agree	5	18.5	18.5	100.0
Total	27	100.0	100.0

A significant number of 16 (59.2%) people think that cost of event management is high.

Number of employees is high
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	8	29.6	29.6	29.6
disagree	8	29.6	29.6	59.3
either disagree or agree	5	18.5	18.5	77.8
agree	4	14.8	14.8	92.6
strongly agree	2	7.4	7.4	100.0
Total	27	100.0	100.0

Only 6 people (22.5%) agrees or strongly agrees to the fact that number of employees in the company is high. A significant number of 16 people disagree or strongly disagree to this fact.

Competition is high according to you
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	19	70.4	70.4	70.4
no	8	29.6	29.6	100.0
Total	27	100.0	100.0

70.4% respondents consider that competition is very high in this market.

Quality of technology is high in events
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	2	7.4	7.4	7.4
disagree	5	18.5	18.5	25.9
either disagree or agree	3	11.1	11.1	37.0
agree	8	29.6	29.6	66.7
strongly agree	9	33.3	33.3	100.0
Total	27	100.0	100.0

All but 7 people consider that quality of technology is high in events.

event management is eco friendly
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	15	55.6	55.6	55.6
no	12	44.4	44.4	100.0
Total	27	100.0	100.0

A mixed reaction was found against the response that event management is eco-friendly where 15 people asserted, and the rests did not.

customer satisfaction is high in service
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	2	7.4	7.4	7.4
disagree	6	22.2	22.2	29.6
either disagree or agree	2	7.4	7.4	37.0
agree	9	33.3	33.3	70.4
strongly agree	8	29.6	29.6	100.0
Total	27	100.0	100.0

The 17 people (62.9%) agree to the fact that customer satisfaction is very high in service.

customer loyalty is high to the company
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	3	11.1	11.1	11.1
disagree	6	22.2	22.2	33.3
either disagree or agree	2	7.4	7.4	40.7
agree	7	25.9	25.9	66.7
strongly agree	9	33.3	33.3	100.0
Total	27	100.0	100.0

16 people (59.2%) consider that customer loyalty is very high to the company. Only, 33.3% people think that customer loyalty is low or very low.

Is inflation affecting event management
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	16	59.3	59.3	59.3
no	11	40.7	40.7	100.0
Total	27	100.0	100.0

59.3% people consider that inflation is hampering the event management. A significant percentage of 40.7% people do not consider that fact.

Company has not fulfilled the vacancy
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	8	29.6	29.6	29.6
no	19	70.4	70.4	100.0
Total	27	100.0	100.0

Most of the (19 people, 70.4%) think that company has not fulfilled the vacancy.

Company has bonding with the organization
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	21	77.8	77.8	77.8
no	6	22.2	22.2	100.0
Total	27	100.0	100.0

77.8% people consider that employees have strong bonding with the organization. 22.2% people do not consider the strong bonding.

employee and management relation is very good
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	3	11.1	11.1	11.1
disagree	3	11.1	11.1	22.2
either disagree or agree	4	14.8	14.8	37.0
agree	7	25.9	25.9	63.0
strongly agree	10	37.0	37.0	100.0
Total	27	100.0	100.0

However, only 22.2% people think that employee and management relation is very good.

Is labor cost an issue in the company
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	20	74.1	74.1	74.1
no	7	25.9	25.9	100.0
Total	27	100.0	100.0

74.1% people consider that labor cost is an issue in the company.

Do you face dealing challenges?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	15	55.6	55.6	55.6
no	12	44.4	44.4	100.0
Total	27	100.0	100.0

A mixed reaction is found for dealing challenges where 55.6% people assert, and rests do not assert.

Do you face multicultural event management problems?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	14	51.9	51.9	51.9
no	13	48.1	48.1	100.0
Total	27	100.0	100.0

14 people responded “yes” whereas 13 people responded “no” to the fact that they face multicultural event management problems.

Do you see sustainable development?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	20	74.1	74.1	74.1
no	7	25.9	25.9	100.0
Total	27	100.0	100.0

20 (74.1%) people thinks that they have seen sustainable development.

Yield management is optimized in your problem
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	6	22.2	22.2	22.2
disagree	4	14.8	14.8	37.0
either disagree or agree	9	33.3	33.3	70.4
agree	4	14.8	14.8	85.2
strongly agree	4	14.8	14.8	100.0
Total	27	100.0	100.0

29.6% people consider that yield management is optimized in this problem and 37% people consider that yield management is not optimized.

Correlation:

Correlations
	customer satisfaction is high in service	customer loyalty is high to the company
customer satisfaction is high in service	Pearson Correlation	1	.787**
Sig. (2-tailed)		.000
N	27	27
customer loyalty is high to the company	Pearson Correlation	.787**	1
Sig. (2-tailed)	.000
N	27	27
**. Correlation is significant at the 0.01 level (2-tailed).

The Pearson correlation coefficient shows that customer satisfaction level and customer loyalty level are strongly and positively linked. 

Correlations
	Do you see sustainable development?	Yield management is optimized in your problem
Do you see sustainable development?	Pearson Correlation	1	.066
Sig. (2-tailed)		.743
N	27	27
Yield management is optimized in your problem	Pearson Correlation	.066	1
Sig. (2-tailed)	.743
N	27	27

The Pearson correlation coefficient indicates that sustainable development and Yield management are uncorrelated.

Correlations
	Do you see sustainable development?	Is labor cost an issue in the company	Do you face dealing challenges?	Company has not fulfilled the vacancy	Company has bonding with the organization
Do you see sustainable development?	Pearson Correlation	1	.036	-.019	.014	-.113
Sig. (2-tailed)		.860	.925	.946	.575
N	27	27	27	27	27
Is labor cost an issue in the company	Pearson Correlation	.036	1	-.019	-.542**	.090
Sig. (2-tailed)	.860		.925	.004	.654
N	27	27	27	27	27
Do you face dealing challenges?	Pearson Correlation	-.019	-.019	1	-.236	.060
Sig. (2-tailed)	.925	.925		.236	.767
N	27	27	27	27	27
Company has not fulfilled the vacancy	Pearson Correlation	.014	-.542**	-.236	1	-.238
Sig. (2-tailed)	.946	.004	.236		.231
N	27	27	27	27	27
Company has bonding with the organization	Pearson Correlation	-.113	.090	.060	-.238	1
Sig. (2-tailed)	.575	.654	.767	.231
N	27	27	27	27	27
**. Correlation is significant at the 0.01 level (2-tailed).

Vacancy unfulfilling and issue of labor cost is negatively correlated as the correlation coefficient is (-0.542).

Linear Regression Model: –

Model Summaryb
Model	R	R Square	Adjusted R Square	Std. Error of the Estimate
1	.576a	.331	-.023	1.36225
a. Predictors: (Constant), Yield management is optimized in your problem, event management is ecofriendly, Do you see sustainable development? Quality of technology is high in events, employee and management relation is very good, Number of employees is high, Cost of event management is high, customer satisfaction is high in service, customer loyalty is high to the company
b. Dependent Variable: Reputation of company is high

ANOVAa
Model	Sum of Squares	df	Mean Square	F	Sig.
1	Regression	15.638	9	1.738	.936	.520b
Residual	31.547	17	1.856
Total	47.185	26
a. Dependent Variable: Reputation of company is high
b. Predictors: (Constant), Yield management is optimized in your problem, event management is ecofriendly, Do you see sustainable development? Quality of technology is high in events, employee and management relation is very good, Number of employees is high, Cost of event management is high, customer satisfaction is high in service, customer loyalty is high to the company

Coefficientsa
Model	Unstandardized Coefficients	Standardized Coefficients	t	Sig.
B	Std. Error	Beta
1	(Constant)	2.956	2.028		1.457	.163
Cost of event management is high	.003	.204	.004	.016	.988
Quality of technology is high in events	-.003	.272	-.003	-.011	.992
Number of employees is high	.153	.256	.145	.596	.559
event management is eco friendly	.345	.555	.130	.622	.542
customer satisfaction is high in service	.273	.471	.271	.579	.570
customer loyalty is high to the company	-.178	.436	-.192	-.409	.688
employee and management relation is very good	.160	.214	.165	.746	.466
Do you see sustainable development?	.201	.705	.067	.286	.779
Yield management is optimized in your problem	-.445	.263	-.446	-1.689	.110
a. Dependent Variable: Reputation of company is high

The value of multiple R-square is 0.331. Therefore, the model is weakly fitted. The p-values of F-statistic (>0.05) indicate that no variable is strongly associated with the dependent variable reputation of the company. Quality of technology, loyalty of customers and optimization of yield management are negatively associated with the dependent variable. Other variables are positively associated with dependent variable. The overall p-value (0.520) of the F-statistic refer that the independent variables are not strongly associated with dependent variable.The normal probability plot shows that the regression model is not fitted well.

The box plot of levels of reputation of the company and quality of technology refers that for higher quality of technology, better reputation is observed.

Most of cases of responses show that for good employee and management relation, sustainable development is found.

Conclusion: –          

            The reputation table shows that reputation of the company is very high.  Most of the interviewees (16) find that cost of event management of the company is not high. Many employees (16) consider that the number of employees of the company is not very high. 19 people stated that the competition is high in case of event management. 17 peoples considered that quality of technology used in event management by their company is very high.

A mixed reaction is found about whether the event management is eco-friendly or not. A significant number of 17 people find that the customer satisfaction due to event organization is very good.  16 people find that the company has many loyal customers. Most of the people consider that inflation is hampering event management. A significant number of interviewee considers that company had not filled up its vacancy.  Most of the interviewees (21) consider that company has good bonding with other event management companies.

A significant number of 17 peoples consider that employee and management relation is good in the company. However, 20 peoples think that labor cost is an issue in the company. 15 peoples think that there is an issue of dealing of the management team. A mixed reaction has been gotten for multicultural event management. 20 people consider that the company has sustainable development program. Most of the people could not respond whether yield management is optimized in the company or not.

            The correlation coefficient between high customer satisfaction and customer loyalty is 0.787. The value indicates that these two factors are highly correlated.  The correlation coefficient between sustainable development and optimized yield management is 0.066. It interprets that there is no correlation between sustainable development and yield management. The filling of vacancy of employees has moderate negative correlation with labor cost. Sustainable development has very weak and insignificant correlation with bonding of the company with other organizations (Puth, Neuhäuser and Ruxton 2014). 

            The regression model is apprehended taking reputation of the company as dependent and response variable. Many categorical factors were taken as independent or predictor variable. The significant values of all the predictors are greater than 0.05.  Therefore, the predictors do not have individual significance in the linear regression model. Cost of event management, number of employees, eco-friendly event management, high customer satisfaction, good relation between employees and management and sustainable development have positive impact on reputation of the company in the linear regression model.

Quality of technology, customer loyalty and yield management surprisingly have negative effect on reputation of the company. The overall model shows that significant p-value is 0.520 that is greater than 0.05. Therefore, we reject the null hypothesis of significant effect of predictors on the response variable. The value of multiple R-square is 0.331. It indicates that the independent variables have weak significance to the dependent variable. The 33.1% variability of dependent variable is explained by the independent variables (Faraway 2016).

            Most of the people consider that employee and management relation should be good for sustainable development. Quality of technology has moderate relation with high reputation of the company.

Recommendation: –

            The management should focus in development of quality of technology for better event management. They should fill up the remaining vacancies for better performance and better reputation. The issue of labor cost should be solved. To stay fixed in a competitive market, the assigned company must highlight more on yield management and sustainability development.

Time Scale: –

Task Details	Start date	End date	Days involved
Management of Interview	4/10/2017	10/6/2017	180
Interpersonal Communicating Program	5/10/2017	6/11/2017	31
Implementation of discussion program and learning process	4/1/2017	4/16/2017	16
Conducting seminars and program	5/10/2017	5/25/2017	15
Evaluation of own learning hospitality style	6/10/2017	7/9/2017	30
Training and development session	5/1/2017	8/2/2017	91
Conducting program	8/15/2017	9/16/2017	31
Conducting meeting and seminars for decision-making	5/10/2017	14 /08/2017	183

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